What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
The objective of this study was to understand which factors lead companies to use social media to achieve results. For that, a theoretical model was proposed and tested. Data was collected using a survey of 237 companies. In the analysis we analysis used...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2016-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123048011005 |
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| _version_ | 1825207351900110848 |
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| author | Jozé Braz de Araújo Silvia Novaes Zilber |
| author_facet | Jozé Braz de Araújo Silvia Novaes Zilber |
| author_sort | Jozé Braz de Araújo |
| collection | DOAJ |
| description | The objective of this study was to understand which factors lead companies to use social media to achieve results. For that, a theoretical model was proposed and tested. Data was collected using a survey of 237 companies. In the analysis we analysis used the structural eq uation modeling technique. The results show that the social media relative advantage and its observability were important factors to social media organizational adoption. We also found that big companies with more formalized organizational structure (OS) t end to adopt social media more than small ones with no formal OS. The companies studied showed strong organizational disposition for innovation adoption. |
| format | Article |
| id | doaj-art-8ef9581fbe80463fb69dba3bb3d421ca |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2016-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-8ef9581fbe80463fb69dba3bb3d421ca2025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2016-01-01136260290What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement ModelJozé Braz de AraújoSilvia Novaes ZilberThe objective of this study was to understand which factors lead companies to use social media to achieve results. For that, a theoretical model was proposed and tested. Data was collected using a survey of 237 companies. In the analysis we analysis used the structural eq uation modeling technique. The results show that the social media relative advantage and its observability were important factors to social media organizational adoption. We also found that big companies with more formalized organizational structure (OS) t end to adopt social media more than small ones with no formal OS. The companies studied showed strong organizational disposition for innovation adoption.http://www.redalyc.org/articulo.oa?id=123048011005social mediainnovationsocial media organizational adoption model |
| spellingShingle | Jozé Braz de Araújo Silvia Novaes Zilber What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model BBR: Brazilian Business Review social media innovation social media organizational adoption model |
| title | What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model |
| title_full | What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model |
| title_fullStr | What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model |
| title_full_unstemmed | What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model |
| title_short | What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model |
| title_sort | what factors lead companies to adopt social media in their processes proposal and test of a measurement model |
| topic | social media innovation social media organizational adoption model |
| url | http://www.redalyc.org/articulo.oa?id=123048011005 |
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